Creatively, pause and think, creatively screaming out to your targeted group (TG), about your product yet remain silent seems the ultimate key to leave a provocative effect on the TG. The latest hi-profile advertising campaign of Intel (INTC), which zeroes in on the fundamental aspect of computer users that Do microprocessors create genius? is a brilliantly executed work of art proportionately blended with creativity. And Yes, this TV spot artfully drives home the point that microprocessor-the Intel way-do create genius.
Produced by Euro RSCG New York, Intel's agency of record since 1996, the 30-second spot is indeed a memorable ad of the year. It opens with the word ‘Imagine’, and the viewer is virtually carried into a typical public school hallway, packed with students. Hey, watch out! These are no ordinary teens. In a single unbroken shot, the camera glides past a young, grinning Mohandas Gandhi, followed immediately by a stoic, guitar-toting Ludwig van Beethoven. As the camera rolls on, Leonardo da Vinci paints a large mural on the wall. A teenage William Shakespeare ponders his notebook. A smiling, daydreaming Amelia Earhart buzzes past, arms outstretched as though she were an airplane. "Who will your child become?" the narrator questions. In an answer, a door opens to a bedroom, revealing the back of a child engrossed in his PC, seated next to his mother. Slowly, he turns and lo! reveals his true identity: Albert Einstein. The tagline: "Bring home a PC with Intel technology inside and see how your child grows." The high level of realism is able to make the spot an engaging one.
Great stuff! Why not? The actors in the TVC are dead ringers for the originals, which is both disarming and charming. To produce this ultra-realism, Euro RSCG employed two prosthetic-makeup artists, an onscreen digital scanning and imaging truck, and other feature-film-level special-effects technology. The postproduction team actually grafted images of these select geniuses onto the actors. The spot took two days to film, but more than three months to complete.
When exchange4media contacted Intel India on how has the present ad campaign helped Intel in creating a difference amongst its competitors and conveying its message to its TG. Prakash Bagri, Marketing Manager, Intel India, shared the Intel’s view by saying that the current advertising is an evolution of our communication strategy. “The role of PCs in helping children's education has been well established and is given (an area where our last couple of campaigns have focused). The current TVC is an integrated marketing exercise which enhances upon the role of PCs in further building the talents and overall development of children.” emphasized Bagri.
On the marketing strategy for the Indian region, Bagri has a clear stand. “The marketing strategy, especially for the home segment, is to increase the desirability for PCs. In order to achieve this the advertising focuses on the role of PCs in developing the multi-faceted talents of children (education, academic excellence and more importantly beyond to other areas of interest). The marketing strategy also focuses on growing the relevance of PCs across a broader spectrum of urban Indian house-holds.” embarked Bagri
Finally, commented upon Intel’s future plans in India, Bagri explained that their charter is to grow the market for our products in India. “In essence, this means establishing usage of computing products (PCs, notebooks, servers et. al.) across segments. For the home segment, the focus is thus to grow penetration of PCs/ notebooks in households, and in the case of businesses, it is focusing on both penetration as well as density which is small businesses to have at least one PC, larger businesses to have a PC for every employee.” avers Bagri.
The TVC is centered around a PC based on an Intel Pentium 4 processor with Hyper-Threading technology.